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Ofcom to look at extending TV advertising breaks

Broadcasting

Ofcom to look at extending TV advertising breaks

Advertising breaks on traditional commercials channels are currently restricted.

Media regulator Ofcom is reviewing its rules around advertising on traditional commercial television in light of changing viewing habits.

The frequency and length of advertising is currently restricted, with eight minutes per hour during prime time hours (7.00am – 9.00am and 6.00pm – 11.00pm) on the main commercial networks such as ITV and Channel 5.

Other channels are allowed an extra minute of advertising as well as space for teleshopping. Culture Secretary Nadine Dorries has had “initial discussions” with broadcasters as part of a wider review of public service broadcast licences ahead of renewal in two years time.

“We need to strike the right balance between protecting viewers’ interests and sustaining our traditional broadcasters, which includes helping them compete with American streaming platforms.” – Ofcom statement

The Culture Secretary is currently overseeing a number of changes to the broadcasting landscape in the UK, with the intention to privatise Channel 4 and change the funding model of the BBC.

It was announced in April that streaming services such as Netflix and Amazon Prime are set to be regulated by Ofcom, in the same way traditional broadcasters are.

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